Insights Accelerator
Accelerating market research for consulting teams with a self-service analytics platform
The Problem
How might we democratize access to complex market analysis so non-techical users can generate consumer insights independently?
Insights Accelerator began as a suite of Python scripts for common market analyses. While technically robust, the tool posed significant usability challenges:
• Confusing terminology that created a barrier to understanding
• Required Python knowledge, limiting adoption among non-technical users
Role
Product Designer — led user research and design. Drove information architecture, terminology simplification, end-to-end flow design, and iterative usability refinement in partnership with Engineering and Product.
Process Highlights
1. Interviewed both technical and non-technical users to understand their interactions with the existing tool and identify areas for improvement.
• Non-technical users found the Python scripts intimidating and hard to navigate
• The timeline of conducting an analysis end-to-end could take up to 3 days
• Both types of users indicated a need for clearer terminology and a more intuitive interface to increase adoption
2. Outlined an information architecture that organized the top analyses into a tabbed interface with a linear flow, making it easier for users to navigate and stay on task.
Using insights from research interviews, we landed on a simple tabbed architecture with one key linear flow, running an analysis. This streamlined and focused structure enables users to navigate the tool effortlessly and remain on task.
3. Created wireframes for key screens and features to gather early feedback and explore different layout options.
4. Applied Deloitte's style guide for visual consistency.
5. Refined screens to develop high-fidelity mockups.
6. Conducted usability testing with users and iterated designs based on feedback.
• "I'm not sure where the data comes from" ➝ Added expandable sections explaining how data is sourced and how results are calculated.
• "Some of the terminology is confusing. What are the benefits of each analysis?" ➝ Renamed the tool "Insights Accelerator" and rewrote internal labels to reflect business value, not developer jargon.
Results
3X
Reduction in time spent on conducting an analysis.
Enhanced Collaboration
Between technical and non-technical teams through a shared vocabulary.
Challenges
• Prioritization of analyses: Reaching consensus on the highest-impact analyses to release for beta required multiple rounds of iteration and cross-functional alignment, as stakeholders had different assumptions about value, urgency, and success.
Lessons learned
• Clear communication bridges technical divides: Simplifying terminology and aligning the tool's design with user expectations significantly improved accessibility.
• User involvement is key to successful design: Regular feedback loops with end-users ensured the final product met their needs and preferences.
